By Vivian DANIEL
ABUJA (Sundiata Post) – The Minister of Information and National Orientation, Alhaji Mohammed Idris, has described Mr. Azu Ishiekwene, the Senior Vice Chairman/Editor-in-Chief of the LEADERSHIP Media Group as “A man whose primary calling and first love is putting pen to paper or fingers to keyboard and shaping public discourse in the most exciting and illuminating way; who has done this work in the last the last decades and is not retiring any time soon.”
He said this while speaking as the chairman at the launch of Mr. Ishiekwene’s book, Writing for Media and Monetising It, on Wednesday, 26 June 2024.
Published by Premium Times Books, the book was launched at the Shehu Musa Yar’Adu Centre, Abuja.
The minister described the book as a classic, which can help bridge the gap between practice and media entrepreneurship while calling him a role model to young people.
He admonished that freedom of the press comes with a sense of responsibility – the need to eschew fake news, misinformation, and disinformation while highlighting two significant things Azu has accomplished concerning his book. “First is the very act of writing the book itself as it takes time to put such down which is set to become an industry classic, and the book is precious as it will benefit a vast range of readers – young and old, both those into full-time practice and freelancers. The second thing Azu has accomplished by writing this book is also his ability to assemble all the participants – who is who in the Nigerian media industry, veterans, publishers, activists, editors, and all, which is only Azu who can do such.”
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He described Azu as a man of many parts in the industry who has led (and is still leading) a large media organisation and has active industry participation at home and abroad. He has been a founder, judge, and prestigious leader of awards and competitions alongside training generations of young media practitioners. He also noted the stellar views and comments of other well-respected media moguls about the book while appreciating the enthusiastic reception the book is getting, as well as Azu’s dedication to marketing it.
“Very impressive is the marketing of the book itself. Azu is walking the talk by rolling out a very compelling marketing campaign that is taking full advantage of digital and social media and leveraging e-commerce in very interesting ways. I am aware that Azu has recently launched a new website called (www.azu.media) dedicated to this book alone. But the website is different from his website (www.azuishiekwene.com) where you can find his columns, lectures, and watch videos to learn more about his professional life. He is a veteran showing us how things are done in the 21st century. Indeed, the way Azu has creatively deployed the internet for this new book is a testament to how well he has kept up with the changing times and technology as well as solid proof of why anyone interested in the commercial side of writing should seriously pay attention to him and what he has penned down,” he stressed.
Mr Idris encouraged all present to very generously pick up copies for themselves and as gifts to friends and loved ones who are interested in making a living out of writing, as that was the best way to eagerly share the rich and deep wisdom Mr Azu has put out – by making sure the book gets into as many hands as possible. He believes the Nigerian media industry needs more practitioners who can marry technical excellence with commercial success as Azu is ready to show the way while informing the public and inspiring generations of journalists to uphold the highest standards of integrity and professionalism as well as enforcing transparency, holding those in power accountable and championing the rights and freedoms that are at the bedrock of Nigeria’s democracy.
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•The panel discussion, moderated by the professor of Mass Communication/Dean, School of Postgraduate Studies, Baze University, Abuja, Prof. Abiodun Adeniyi alongside the panelists – the son of the Author, Emeke Ishiekwene, CEO Aegis & Blue and Senator Ireti Kingibe...
The Chairman of LEADERSHIP Newspaper, Mrs Zanaib Nda-Isaiah, in her welcome address, described good columnists like Mr Azu Ishiekwene as the heart of the print media and thought leaders whose words have the power to inspire, inform, change and mobilise actions. They are also those who interpret seasons, and offer unique angles thereby providing analysis, critiques and insight into diverse issues.
She said, unfortunately, many of them are ‘broke’ (for lack of a better word) which she feels births the idea of Mr Azu’s book as it offers a comprehensive guide in the media from idea generation to publication.
She described Azu as one who is diligent, pays attention to details, and has an excellent spirit while guiding and delivering on different projects in the day-to-day running of their media house (LEADERSHIP Newspaper). She said Azu brought these attributes to write the book, saying she was certain that the book would be “a game changer for some time to come.”
The Book Reviewer
On his part, the renowned journalist, captivating TV host, astute writer, critique and syndicated columnist, and former senior special adviser of media and publicity to the former President Goodluck Jonathan, Dr. Reuben Abati, who was the official book reviewer, titled his review “Writing for Media: Where is the Money?”
He noted that he was drawn to the book almost immediately by its title “Writing for Media and Monetising It,” and went on to say hilariously “Azu Ishiekwene, the author and I have been colleagues and friends for decades. We have spent more or less the same time in this business of reporting and analysing society and other people’s lives and times and here comes Azu sending me a book in which he talks about how ‘Awosu’ can be monetised…Is there something Azu knows that I don’t know?! And in this our business of being friends, he has been making money on top of our heads and he has been keeping the secrets to himself until now that he thinks he can share some of the tips! He has been keeping secrets!
According to Abati, Azu is a vintage-tested editor and a master of headline casting and crafting, something he has done for more than 30 years. “With a catchy title he gets you into his story and leads you on. He knows the game – to catch the reader’s attention, a precious commodity in journalism and would then pill the story, layer by layer, in an onion-pilling version,” Abati said.
In terms of procedures, for the benefit of ordinary readers and enthusiasts, he noted that Azu’s book points out the fact that journalism is not a money-making machine for the reporter, editor, producer or cameramen, especially, in a country like Nigeria where due to the general disposition of the economy, media owners are struggling to pay salaries, the business environment is hostile and there is no deliberate, informed and conscious efforts on the part of government to connect the country to the development process and provides incentives. Even in other countries where cultural policy appropriately centres on mass media and the freedom of information, journalism is a profession driven by commitment, the urge to be heard and to make a difference and a readiness to learn and relearn continuously; which is the thrust of the publication. Nonetheless, Samuel Johnson’s famous statement “No one but a blockhead ever wrote for money that is heard,” says it all.
Dr Reuben further emphasised that “We all want money but Azu’s book is more than that. He strikes a balance between traditional media practice and an opportunity available to writers in the age of digital adaptation. This is more of a book about the art and craft of journalism itself in an age of transition, covering a broad range of issues like personal development, the voice of styles, impact writing, the law, managing social media and its content, journalism in the age of artificial intelligence, branding and self-reinvention.
He said the book is enriched by the many voices it projects as it is not just Azu Ishiekwene speaking to us but offers examples and voices of other journalists across the spectrum – print and social media, making the book all the more relatable delivered in a classic positioned writing style. Azu writes in an economic version; one whose style is concise.
However, the book (259 pages, with a total of 15 chapters and 1 appendix) did not cover the subject matter of ethics which could be an oversight given the fact that there are many issues of right and wrong and professionalism in contemporary journalism branches. Only chapter 8 is dedicated to making money and the book is a training manual for the old and aspiring journalists as journalism ought to be taught by those in the field.
The Publisher of the Book, PREMIUM TIMES’ Voyage
In his remarks, Musikilu Mojeed, Chief Operating Officer, representing the Founder and Publisher of PREMIUM TIMES Group, Mr. Oladapo Oyekunle Olorunyomi, outlined the publishing exploits of PREMIUM TIMES Books and the effort Mr Ishiekwene made in his book.
He said “We did understand far back then that we have to keep citizens and friends of Nigerians well informed so they are guided to reap the benefits of democracy. Four years into our pursuit of that vision, we saw the need to provide other platforms for people to engage and interact, hence the addition of the PREMIUM TIMES Book to our corporate portfolio, with its three principled missions – to expand the reading populace in Nigeria; to make essential books easily available to the reading public and to bring books about Nigeria published in Europe, America and elsewhere home to Nigerians.
He expressed the company’s gratitude to all the guests for joining them at such an auspicious occasion and also explained that publishing well written books is consistent with his organisation’s vision, which aims at strengthening Nigeria’s democracy and advancing the social and economic well-being and rights of citizens.
Mojeed said Premium Times started book publishing in 2011 (with its first book titled Naija No Dey Carry Last, by late Pius Adesanmi). He added that they are never wary of publishing hard-hitting books that many may shy away from.
“Our very first book, Naija No Dey Carry Last, by the late distinguished Professor Pius Adesanmi, satisfied the three mission items and set the tone for future books. May Prof Adesanmi’s soul continue to rest in perfect peace. So far, each title we have published taps into critical national debates and brings fresh perspectives on subjects of nationwide concern. From Quranic Schools in Northern Nigeria – which focused on the Almajirai problem – through the Boko Haram Trilogy to Cyber Politics by Dr Omoniyi Ibietan, Premium Times Books has not shied away from the heavy-hitting topics dominating national conversations,” he celebrated.
The event got to its zenith with a panel session which was moderated by a Professor of Mass Communication and Dean, School of Postgraduate Studies, Baze University, Abuja, Prof. Abiodun Adeniyi alongside the panellists – Ahmed Shekarau, GCEO/Editor-in-Chief, Trust Media Limited; Ms Kadaria Ahmed, Founder/CEO RadioNow 95.3FM and Emeke Ishiekwene, son of the author and CEO Aegis & Blue.
Other dignitaries present at the occasion included the Minister of Aviation, Festus Egwarewa Keyamo (SAN); Senator Ireti Kingibe; publisher of Vanguard Newspaper, Mr Sam Amuka Pemu; Special Adviser to President Bola Tinubu on Communication and Strategy, Mr Bayo Onanuga; the Director-General, Voice of Nigeria, Mr Jibrin Baba Ndace, among others.